Chapter 300: Group buying is on the rise again, Shen Nanpeng's thoughts! 5.21 million units, revenue of 8.47 billion yuan!
The basic salary of Meituan riders is 1,400 yuan, which is 700 yuan in half a month.
Wang Huiwen responded, called an assistant over, gave him a few instructions, and asked him to go downstairs to handle it.
The registration entrance for Meituan’s part-time riders was open for only 24 hours, and there were already more than 400 part-time riders. According to the current development trend, the number will be expanded to more than 10,000 people in a month.
What value do those people downstairs have? "Fuck! Only 700 yuan, just to send away beggars!"
"Oh my, that's really unkind!"
"700 is 700!"
Of the more than 30 delivery riders, half took the money and left, while the remaining half continued to curse and curse all of Wang Xin’s immediate family and friends.
It was not until the inspection office sent people over that the two sides reached an agreement and each took a step back. Meituan added 100 yuan in compensation, and the riders dispersed.
These people did not go home directly. Instead, they smiled and took the money and rushed to the Kuaipao takeaway station one after another.
After registering, signing a labor contract, and receiving work clothes, the Meituan rider was transformed into a Kuaipao deliveryman.
As for Meituan’s part-time riders, even dogs wouldn’t do it!
The next morning, the number of Meituan riders in Chaoyang District increased sharply. The Kuapao riders immediately noticed this phenomenon and reported the situation to the station, which then passed it back to the company headquarters.
"Part-time riders, outsourcing model? This is a great idea!"
After Pei Yi learned about it, he immediately realized the seriousness of the matter.
In fact, Wang Xin's move is still the tactic of using a large number of people, hoping to win by quantity.
In this way, anyone who wants to earn enough money to sell a bowl of noodles can deliver two orders on a bicycle. The delivery efficiency is low, but it cannot handle the large number of people.
Kuapao has always been controlling the upper limit of the number of riders. It will only launch a recruitment plan when the average daily order volume increases, so as to ensure the income of every full-time rider.
The number of part-time riders is also strictly controlled.
Otherwise, when an order comes in, should it be assigned to a full-time rider or a part-time rider? Too many people rushing into an industry at once will only cause a decline in per capita income.
In the short term, revenue and gross profit are fixed. The more people there are, the lower the unit price.
This principle is universal whether in the food delivery industry or other business fields.
Pei Yi thought about it for a while, sorted out the logic, took out his mobile phone and called Chen Yansen, and informed his boss of the new changes in Meituan's transportation capacity.
"Boss, should we increase the passing rate of part-time riders and compete with Meituan for idle transportation resources?"
After finishing the report, Pei Yi asked Chen Yansen for his opinion with a cautious look on his face.
"Don't worry about him! Riders who can run more than 20 orders a day will automatically flow into the Kuapao platform. Wang Xin did this to save costs in a short period of time and solve the problem of insufficient transportation capacity. However, many of those part-time riders are just playing around, and the constraints on them are not strong, which can easily cause a large number of customer complaints."
“It is true that order fulfillment is the core of a food delivery platform, but planning for merchants, users and marketing activities is also important. What are your advantages?”
Chen Yansen asked.
What are the advantages of Kuaipao? Of course, it has Senlian Capital behind it. On the traffic side, it has the secondary entrances of QQ and WeChat, Orange App Store, AutoNavi Map, Toutiao and Lingxi Browser, etc., and it has capital transfusions from the Group, Ali, Penguin and other companies.
We have money, traffic, and a strong army and strong strength! "Boss, I understand." Pei Yi replied with a smile.
He should use the strengths of Kuaipao to attack Meituan's weaknesses, concentrate human, material and financial resources, increase subsidies for merchants and users, and leave Meituan's riders with no orders to take.
If there is no money to be made, who would be willing to play with Wang Xin?
After hanging up the phone, Pei Yi immediately called a meeting with the supervisors of Yanjing Kuaipao's operations team, marketing team, local business team, and event team.
In short, whether it is group buying or food delivery business, subsidies and discounts are all maximized, and Meituan is "killed" by price wars.
Each new group buying customer will receive a 10-yuan no-threshold coupon, and old customers will receive a 5-yuan no-threshold coupon every day.
There are four flash sales of 1 yuan and 9.9 yuan a day, from 10 a.m. to 12 noon, 6 p.m., and 8 p.m., which lock users firmly in the Kuaipao APP.
New takeout customers can get an instant discount of 15 yuan, which is the same as Meituan.
From a strategic point of view, it can be seen that Pei Yi's approach is exactly the same as the tactics Liu Qiangdong used when he was running Dangdang. While stabilizing the takeout market, he used high-subsidy, zero-profit marketing methods to quickly erode Meituan's group buying market share.
“When will Meituan withdraw from the market and when will Kuaipao’s subsidies stop?”
Pei Yi sent a message to the heads of the East China and North China regions, saying that this time he would beat Meituan to death.
For merchants, a dual rule of low commission and commission-free period is adopted. If Meituan KA merchants are willing to sign an exclusive "choose one of two" agreement, Kuaipao will directly give them a three-month commission-free period.
Cut off Meituan’s retreat at the root.
As soon as the subsidy war started, Lashou, Dianping and Wowotuan were affected, and a large number of users left, all going to Kuaipao for the discounts.
That afternoon, Lashou.com officially announced that from that day on, the product would be renamed Qiandu Lashou.com.
It has also joined this subsidy war in a high-profile manner, and has come up with extremely favorable preferential policies for both new and old customers.
Zhang Tao from Dianping cursed inwardly: "Here comes another troublemaker!"
After the scolding, Dianping also quietly adjusted the subsidies and discounts for new and old customers to avoid losing market share.
Only Wang Yunming of WoWotuan is really broke. In order to make money, he even got involved in e-commerce business. How could he have any spare money to compete with Kuaipao, Lashou and Meituan?
As a result, the market shares of Kuaipao, Lashou and Meituan are all increasing, while WoWotuan is gradually fading away.
In addition, Kuaipao and Nuomi.com also accelerated the pace of business mergers. Pei Yi sent the employees trained under the "Thousand People and Hundred Cities" plan to the small and medium-sized cities where Meituan's influence was most concentrated, to engage in a head-on confrontation with it.
The reason why Wang Xin was able to stand out from the "Thousands of Groups War" was not only because of its strong sales team, but also due to its precise market positioning. It was the first to seize the small and medium-sized cities that everyone looked down upon, create large-scale effects, and attract investment.
In fact, this strategy has been very effective, as evidenced by the fact that Meituan has become the leader in the group buying industry.
Pei Yi did not give Wang Xin any chance at all. He worked closely with Meituan, using Kuaipao's efficient operating system, stable cash flow, and excellent product performance to use his own advantages to attack Meituan's shortcomings.
In just one week, Meituan's market share fell from first to second in the industry. Dianping took advantage of the situation and became the leader in the group buying industry.
at the same time.
In a private club in Hongqiao, Shanghai.
Neil Shen of Sequoia Capital, Zheng Qun, director of Google's investment and mergers and acquisitions department, Xu Xin of Today Capital, Ji Gang of Ali Investment Department and others sat together to discuss the recent changes in the group buying market.
"Now that there is someone who is trying to disrupt the situation, the Gu-raising plan will come to an end. If Meituan is not given a transfusion of capital, I'm afraid Wang Xin will be eliminated early." Shen Nanpeng of Sequoia Capital pushed his glasses and said to Ji Gang.
Among this group of people, only Ali also invested in Meituan, and his shareholding ratio exceeded that of Kuaipao.
"I'm sorry, Mr. Shen, Ali won't get involved in muddy waters. Chen Yansen is a man who doesn't care about costs when competing for the market. In order to gain market share in the express delivery industry, he has invested 7 billion yuan in losses and acquisition funds. Ali can't afford that much money."
Ji Gang spread his hands and decisively rejected Shen Nanpeng’s proposal.
Zheng Qun and Xu Xin looked at each other. They and Shen Nanpeng were important investors in Dianping.com. Kuaipao's involvement in the group buying business and the price war it launched obviously affected their interests.
Shen Nanpeng frowned and couldn't help cursing inwardly: "Ali doesn't want to pay, so what are you doing here?" Ji Gang laughed dryly, his eyes watching his nose and his nose watching his heart, looking like an outsider.
"Mr. Shen, what do you think?" Xu Xin of Capital Today smiled faintly, picked up the teacup in front of him, took a sip and said.
The organizer of this party was Shen Nanpeng, and it seemed that he came prepared.
"Merge Meituan and Dianping, concentrate resources and respond to the challenge of Kuaipao." Shen Nanpeng answered slowly.
"Will Wang Xin agree?" Ji Gang interrupted.
“I can convince Zhang Tao to accept this plan.” Shen Nanpeng looked at Ji Gang and said confidently.
“I don’t agree with the merger. Dianping’s development momentum in first-tier cities is very strong. It is still unknown who will win or lose.” Xu Xin of Capital Today snorted coldly, not giving Shen Nanpeng any face at all.
At this time, Dianping was the number one in the industry, and she had no reason to pay for Shen Nanpeng's investment.
“Mr. Shen, I’m sorry, but I can’t agree to the merger plan. This is not in the interests of Google.”
Zheng Qun shrugged, indicating that he could do nothing to help.
Seeing this, Shen Nanpeng knew that nothing could be done. He suppressed his anger, had a brief communication with a few people, then hurriedly said goodbye and left in a car.
"It seems that Meituan's market share has declined significantly, otherwise Shen Nanpeng would not be so anxious."
Xu Xin chuckled and said something meaningful in front of Ji Gang, Zheng Qun and others.
Upon hearing this, Ji Gang and Zheng Qun did not say anything. They left the club one after another, each with their own thoughts in mind.
The first merger discussion initiated by Shen Nanpeng ended in failure before even going into the details.
…
…
Zhuxianzhuang Science and Technology Park, top floor office of Building No. 9.
"The total sales of Kuaipao group buying business (including Nuomi.com data) last week was 110 million, a month-on-month increase of 46.5%, ranking fourth in the industry..."
After reading Pei Yi's work email, Chen Yansen realized how rotten Nuomi.com's organizational structure and sales team were. The market in third- and fourth-tier cities was entirely supported by agents.
If we lose our agents, our market share will drop by 60% to 70%.
Pei Yi did not dare to make drastic changes for fear of causing trouble, so he could only proceed step by step, using the reserve management personnel trained by the "Thousand People and Hundred Cities" plan to slowly replace the agents in East China, North China, and South China, and then take back the management authority of merchants and activities.
“No wonder Chen Yizhou loses more than 30 million US dollars a year. In terms of risk control and management loopholes, only Cheng Wei can compete with him.”
Chen Yansen commented secretly.
The second email was a summary of sales data sent by Yan Peng, director of Orange Technology's e-commerce department. In addition to new products, it also included the sales of Orange C1, Orange C2 and Orange D1, as well as the progress in the development of the East African market.
Orange C3 and Green Orange D1S have been online for eleven days, with sales of 1.49 million units and 3.72 million units respectively, totaling 5.21 million units, with total revenue of 8.47 billion yuan.
But as the market becomes saturated, daily sales have dropped to around 170,000 units in the past two days.
After all, the domestic market in 2012 was only this big. If you want to go further, you have to go global.
Regarding overseas markets, Chen Yansen handed over the overall management to Zhou Shouzhi.
Suddenly, the cell phone on the table rang. Chen Yansen glanced at it and saw it was Zhou Hongyi again. He didn't even want to guess, he knew what the other party meant.
(PS: In 2012, the national smartphone shipment ranking was 210 million, and including feature phones, the total was 360 million.) (End of this chapter)
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